ESPN is sports entertainment, not hard sports journalism.
Sports entertainment has staff writers. It's constructed much like any other reality show out there. NBA and ESPN ratings have been tanking for a while now and there are a myriad of factors ( cord cutting, streaming outside of standard ways ratings are measured, lack of streaming options, time of games, no stakes in the regular season, ugly Morey style basketball that just isn't very fun to watch, politics, other entertainment options for people, etc, etc)
If you look at Stephen A Smith as a sports journalist, he sucks.
If you look at Stephen A Smith as a paid actor on a reality show, he's actually extremely good at his job. Some of the **** that the writing staff gives him is incomprehensible, but he makes it sell on tape for ratings. Max Kellerman is an example of someone who is a bad actor and can't sell the material on air.
There is also a demographic push here.
Stuff like Bill Simmons and Grantland don't move the ratings/money needle. Not all demographics are valued the same by advertisers. They covet getting viewers and consumers along the tracks of a Bill Simmons ( wealthy, in their prime earning years, raised in a sports obsessed culture) But the NBA is always going to trend far younger. Anthony Mackie, aka Falcon, said something pretty interesting when discussing the movie industry when he was NOT doing PR work for the Avengers franchise. He basically said all modern movies are built and marketed for China and 16 year olds. That the idea of a classic movie star like a Stallone was now pretty much dead.
The NBA and ESPN are making a calculated risk but one on their natural pathway. They aren't going to get the high number of fans like Bill Simmons. They don't have the logistics of the NFL or the history of baseball. They will trend towards the soap opera narrative fueled by social media structure in part because there is not enough real basketball news to cover 24/7/365. Baseball can spend all year talking about their minor league prospects. The draft is bigger and the rosters are larger and there's more material. The NBA has a 2 round draft, very limited free agency and a salary system that makes player movement punitive.
The NBPA is also very powerful at the top. A few players drive the marketing system in the NBA and they've essentially held the teams and league and sport hostage. The trade off is losing older established fans ( those who are less inclined to enjoy politics in their face and MoreyBall and soap operas) for the hope of getting exponential interest overseas and from a younger demographic. Baseball can withstand the marketing hit if they lost Mike Trout. The NBA's marketing machine would collapse without LeBron James and a few others.
Stephen A Smith lied. OK, actors lie. Matthew McConaghey isn't really an astronaut who bumps into the perpetually stranded Matt Damon. Nor is he really a red neck detective who sounds like David Mamet.
The marketing shift was not the plan. David Stern originally wanted to build the NBA post Jordan marketing around Grant Hill ( Duke pedigree, singer wife, clean cut image) and Kobe Bryant ( just enough of an edge to keep the "street" audience and just enough of the refinement ( basketball bloodlines/legacy, international upbringing) to keep the most coveted demographics while playing in the crown jewel franchise of the league. Then Hill got hurt and Kobe got mixed up in raping a girl in Colorado. Several suite owners in Portland cashed in and walked over the Jail Blazers. Resistance on the dress code. Then the Malice In the Palace where former players on ESPN defended the beating of fans. The tipping point appeared to be totally under the radar. At one point, post The Decision, Payne Stewart, a golfer, called LeBron James a "thug" Stern recognized the way he marketed Bird and Magic and Jordan was no longer possible. You basically had to factor in modern player stupidity into all business operations.
The NBA's marketing is for a younger and international audience. The parade of self inflicted PR disasters were just too insurmountable. The goal is to drive up ratings at all costs to drive up the negotiated price of the TV contracts. And to use each franchise sale as a progressive model to inflate the valuation of all NBA franchises.
The older hardcore established NBA fan, like many here, were seen as acceptable casualties. Stern figured he could get three more viewers to lock step at the cost of losing you as a fan. The NBA should be the most popular sport in the entire world after soccer. But the players keep ****ing it all up. All they gave the NBA was a soap opera, so finally the league power structure said fine, we will market a damn soap opera then.
Smith is a mouthpiece for the league's marketing narrative. He's an actor. If you are offended, he's done his job.